SOCIAL INFLUENCE AND CONTEMPORARY FOOD CHOICES: A QUALITATIVE PERSPECTIVE ON CONSUMER DECISION MAKING

DOI: https://doie.org/10.65985/APER.2026857667

Authors:

Kavesh Attary, Amandeep Singh

Keywords:

Social influence, Sustainable food, E-WOM, Referral groups, Food choice, Contemporary food.

Abstract:

Social influence has a profound effect on how consumers choose contemporary foods, particularly in situations where beliefs are shaped by societal and interpersonal interactions. This study explores the impact of social factors on consumer decision-making regarding contemporary food, focusing on the perspectives, beliefs, behaviours, external influences, and demographic variables of working professionals. Purposive and snowball sampling techniques were employed to select professionals from the food industry, resulting in 20 in-depth interviews with individuals from a food and hospitality background. Social media, referral groups, brand advertisements, and electronic word of mouth were identified as significant social influencing factors. The findings reveal that influencers and bloggers on social media platforms have a considerable impact, especially among young consumers, while the influence of celebrity endorsements has waned. However, expert opinions, peer recommendations, and user-generated content continue to steer consumer choices in contemporary food sectors. This shift points to a growing preference for authentic information from relatable sources, enabling brands to build connections with their target consumers. The study also examines future contemporary food trends and market opportunities in developing countries, aiming to promote sustainable food practices.

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